Since President Donald Trump’s executive order calling for a ban on all citizens of certain Muslim-majority countries, Americans have united in shared disgust and righteous outrage. These objections also managed to find their way into the commercial world as many companies took a strong stance against Trump’s bigotry.

Starbucks announced that it would hire over 10,000 refugees worldwide over the next five years. The pickup company, Lyft pledged 1 million dollars to the American Civil Liberties Union (ACLU) who’s currently engaged in numerous court battles against Trump’s policies.

Across the U.S. Americans have organized protests in the streets decrying Trump’s ban which he said would specifically exclude Christians. On Monday, Trump fired former acting U.S. Attorney General Sally Yates after she instructed Department of Justice attornies not to defend Trump’s order in court.

Now it seems that America’s most well-known beer company has managed to cleverly join the protest by using it’s most financially significant annual advertisement to send a clear message to President Trump. The ad, which is scheduled to reach over 50 million homes during the broadcast of Super Bowl LI, tells the dramatized story of Adolphus Busch’s journey to America from Germany in 1857. It details his struggles as he dealt with a death-defying voyage from his homeland, bigoted Americans who greeted him with suspicion and hate, as well as other disheartening trials before reaching his final destination of Saint Louis, Missouri.

Once there, the commercial shows a chance encounter with the man who would change his life and the way Americans think of beer.

It’s well known that Trump doesn’t drink alcohol, but it will be interesting to see what kind of retaliation he will seek to impose upon Budweiser for daring to challenge his bigoted policy. Whether it was made out of patriotic duty or capitalistic opportunism, Budweiser’s commercial may become one of many ads aimed at the new President. And let’s hope they keep coming.